We have significantly strengthened both the brand and company profile of MRM and this has been reflected in stronger sales figures

Mabati Rolling Mills

Issue

We started working with Safal Group and MRM in July 2020. Tell- Em Public Relations was tasked to develop creative ideas for the group that would weave together sales and marketing activities with public relations. The idea was to create authentic communication campaigns and moments that speak on Safal Group’s commitment to Kenya and the positive investments the company continues to make.

Approach

Our strategy seeks to raise awareness about the company’s journey and how the company has innovated over the years to remain at the top of the industry despite obvious competition. We have created a media mix of targeted one on one interviews, events coverage and thought leadership articles to position Safal Group as a credible building solutions company. Our strategy is to continue profiling the company in various media platforms and engage the media in a range of activities to raise brand profile and build equity.

Result

We have received strong media coverage from Top Tier One media houses including Daily Nation, Business Daily, Citizen, KTN and the East African. From August 2020 to the end of November 2020, we have generated a total of 101 media hits with a media value of USD 195,691.96 in Advertising Value Equivalent (AVE) and with an ROI of over 1000% In just four months, we have significantly strengthen both the brand and company profile of MRM and this has been reflected in stronger sales figures.

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